As I chatted with Brett in his office, several of his staff walked by the door and giggled. One of the young women leaned into the doorway and said, “Don’t be late for your appointment!” and winked.

He waved at her and laughed, saying, “Don’t worry. I’m not backing out!”

He looked at me and laughed. “It’s not what you’re probably thinking! A couple months ago I told my staff that if they could go an entire month without an injury or a safety violation, I’d shave my head! At first I was just joking around. I said it more out of exasperation than seriousness. But the staff pounced on the idea. Before you know it, for the first time in ages, they hit the target. As soon as that happened, they came to me and set up a date to ceremoniously shave my head! Between you and me, my first thought was ‘Oh crap! I’m going to look like a dork!’

“But then I realized I’d achieved two things: Most importantly, we met an important safety target. That’s huge. But the thing that I hadn’t expected was that this silly challenge brought my staff together in a way that I never could’ve anticipated. I may look like a goofball, but you know what? I’ll definitely do it again—once my hair grows back!”

As leaders, we’re not looking for opportunities to look foolish in front of those we lead. But as Einstein once said, to do the same thing over and over again and expect different results is insanity. We’re often called to step out of our comfort zone to achieve our desired outcomes.

When Brett took a risk and allowed himself to appear silly, he achieved his goal—and more! As a leader, it’s important to be able to stretch out of your comfort zone to achieve different and better results. Humor is a safe way to do just that. And the more you do it, the easier it becomes.

So stretch beyond your comfort zone today and try something a little silly. Maybe a little air guitar in the cafeteria? A rendition of Monty Python’s Silly Walk across the parking lot? Former President George Bush Sr. wears goofy socks. Sam Walton was willing to dance down Wall Street in a hula skirt. He and his company laughed all the way to the bank.

Leadership involves calculated risks. Humor, when practiced without purpose, can involve a degree of risk. But when used strategically, humor will help you achieve incredible results.

Karyn Buxman, neurohumorist, is the author of the book Lead with Levity: Strategic Humor for Leaders and creator of an 18 (or 30) day online program to help leaders authentically, consistently and strategically use humor to enhance communication, build resilience and boost engagement. Click here to listen to 3 sample lessons.

A bunch of guys are playing football in a park. The ball is hiked. The quarterback steps back to throw. The receiver—an old woman!—shuffles down the field. Ninety-year-old comedic actress Betty White nearly catches the ball, but suddenly she’s brutally tackled. One of her teammates teases, “Hey man, you’re playing like Betty White out there!” She’s given a Snickers Bar, which transforms her back into his proper male form. The tag line: “You’re not you when you’re hungry.”

It became one of the most talked-about commercials in Super Bowl history.

Ask folks if they watch the Super Bowl and you’ll often hear, “I just watch the game for the commercials.” People remember and talk about these ads! Especially the funny ones.

This is why leaders at companies like Frito-Lay, PepsiCo, Allstate Insurance, Reebok, McDonald’s and Budweiser pay $4.5 million for 30-second spots, most of which are humorous. Why do they do this? Because they understand that FUNNY MEANS MONEY.

According to Mark Levitt, professor of marketing at NYU, “People will pay more attention to a humorous commercial than a factual one, because humor undercuts logic, appeals to the emotions, and opens people to be influenced.” When we find something funny, our level of alertness goes up and we retain information better. This, in turn, improves brand recognition and sales.

Just ask the folks at Taco Bell. When a tiny Chihuahua uttered the words, “Yo Quiero Taco Bell,” the company saw a substantial rise in sales. Not only that, their mascot’s phrase became part of the nation’s lexicon. The Aflac duck raised brand awareness from 12% to 90%. And Geico’s Gecko Campaign played a major role in their emergence as one of the leading auto insurers in the United States.

Be strategic. Check out funny commercials on YouTube and think about what makes them work. Then look at your organization or department and start writing down how you could weave some humor into your messages. Don’t be afraid of being silly—after all, if talking geckos, ducks, and Chihuahuas can be successful, you can afford to be playful.

Karyn Buxman, neurohumorist, is the author of the book Lead with Levity: Strategic Humor for Leaders and creator of an 18 (or 30) day online program to help leaders authentically, consistently and strategically use humor to enhance communication, build resilience and boost engagement. Click here to listen to 3 sample lessons.

Laughter with a purpose. Mirth with a message. Humor that heals. Keynotes and inspirational speeches that enlighten, educate and entertain. All from Karyn Buxman, who is not only funny, but who is a “neurohumorist” – one who researches the neurobiology of humor, and then translates these cutting-edge findings for the layperson, showing how they can harness applied humor to heal and empower themselves. Key messages include “Humor is power,” and “It’s more important to see funny, then to be funny.”

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